Kasra Dash: So today we're going to be talking about how to generate leads using inbound marketing strategies. There are a lot of different ways to do inbound marketing so I'll kick it off. One of the well known ways is Facebook ads. People think it's interruptive marketing but the algorithm has become far smarter. If somebody searches on Google for lawyers in Manchester the next time they load up Facebook they will be shown a law specific ad. You are going after in-market people already looking for a Law Firm. Away from Facebook ads what's your strategy.

James Dooley: I think the main strategy for inbound marketing is SEO. You have two different forms of SEO. You can rank in the map pack which is local SEO also known as Google Business Profile SEO. That means ranking business profiles in the local map pack by getting reviews posting photos and staying active. If someone searches lawyers in Manchester you want to appear high there. The next part is organic web pages. You need quality content topical authority and backlinks which act as votes. SEO drives traffic because people search read your content and then enquire. They are much warmer leads than outbound prospects. So SEO is one of the strongest inbound marketing strategies. What about PPC.

Kasra Dash: The last strategy is PPC. PPC sits above SEO and you pay per click which is why it is called PPC. PPC can be expensive. People think PPC is quicker than SEO. You can get leads if you know what you're doing and if you build the right negative keyword list. If you are a law firm you must block keywords like jobs careers or university so you avoid wasted spend. You also need to be aware of click fraud where competitors or bots click your ads and burn your budget. There are tools to mitigate this. These are the inbound marketing strategies we are talking about.

James Dooley: On the click fraud point there is a lot of bot traffic which burns budgets fast. This is why you need to be a specialist. Most people do not write good content for SEO. Most people do not understand how many articles they need and they do not acquire the right backlinks. When you lack knowledge some of the best ways to generate inbound leads is to team up with a lead generation company. Over at fatrank.com there are two models. Commission based lead generation and pay per lead lead generation. Both use these inbound strategies with Facebook ads PPC and SEO. If you meet the criteria for the commission based model you pay nothing unless you convert the enquiries. Sometimes outsourcing to a B2B lead generation company saves time and money. Do not rely on one company. Test two or three and track your KPIs. Then when you generate leads you cover all angles.